Gluten Free & Vegan Rocky Roads Hit Shelves, Signalling a Bold New Era in Free From Innovation.
Genius Foods, the UK’s original gluten free bakery brand, is thrilled to announce a first of its kind Free From category collaboration with Candy Kittens, one of the UK’s fastest-growing gourmet sweet brands, founded by Jamie Laing and Ed Williams. Together, they are launching Rocky Roads, a delicious gluten free and plant-powered vegan treat. Their dark chocolate Rocky Roads are packed with mini versions of bestselling Wild Strawberry Candy Kittens sweets and pieces of crunchy gluten free biscuit.
Launching 28 April, the Rocky Roads will be available in the Free From section at Morrisons and Ocado, rolling out to Tesco and Waitrose from June. This creative collaboration brings the free from community some much deserved trailblazing innovation without compromise.
“This is a proud moment for Genius Foods,” said CEO Stephen Hann. “Partnering with Candy Kittens has allowed us to push boundaries and deliver a truly standout product for Free From consumers. It represents everything we want the future of free from to be, a space where no one needs to miss out”
The collaboration arrives at a pivotal time for Genius, as the first product under their refreshed branding lands into market and the business embarks on the next stage in its growth journey under refreshed leadership.
Reflecting on his first quarter as CEO, Hann added: “The Free From category has seen its fair share of turbulence over the last five years, from inflation to supply chain pressures, with the recent government budget adding another layer of complexity,” said Hann. ‘Our new category transforming plan sets a clear roadmap to 2026 and beyond, with the early signs in 2025 indicating a promising year ahead.”
“Genius is doing what it does best; authenticity, product excellence, and a relentless focus on our consumer,” Hann added. Supported by the long-term vision and stability of its family-owned shareholders, Katjes Greenfood, and a reinvigorated leadership team, Genius has taken bold steps to reconnect with its founding strengths: innovative, great tasting, gluten free bakery products that improve lives. Including a brand refresh which will launch into market across the year.
With its category transforming strategy and renewed focus on taste led, inclusive innovation, Genius Foods continues to prove that gluten free products can lead, not follow.
Launching: April 2025
Pack Size: 4 Pack
Average Serving Size: 45g
RRP: £4
Variant: Rocky Road
